Promoting Membership: It's Our Attitude That Counts Most

I believe the most important
aspect of promoting membership is neither the words we say nor the techniques
we use, but rather the attitude behind them. Many Leaders feel
uneasy "asking" mothers to support La Leche League financially.
If we feel as though we're asking for some unreasonable sum of money,
then that attitude comes through and our message is less convincing.
Yet each contribution to LLL is used honestly and efficiently to continue
reaching more and more mothers while improving the quality of our services,
and that's nothing to be ashamed of!

Here are some ideas to help
boost your confidence in encouraging mothers to support La Leche League:

Regularly remind yourself
how financial contributions are used (in the Group, Area, Affiliate/Division
and LLLI) and how this directly benefits mothers and babies.

Avoid seeing yourself
as the person "on the other side of the counter," who's selling
something. Instead, put yourself on the same level as the
other mothers, asking them to join hands with you in helping mothers
and babies. After all, you too are a mother who supports LLL
financially as well as many other ways!

When talking about membership
(subscription), you don't always have to spell out in detail the
tangible advantages for the member. Why not make a statement
about the real reasons for paying membership (helping LLL
to continue offering quality support and information to breastfeeding
mothers), followed very simply by "Members receive NEW BEGINNINGS,
as well as several other benefits" (and pass around a copy).
Enumerating all the advantages of membership may sound like a sales
gimmick. Mothers who join LLL in exchange for personal benefits
may not remain members for as long as those who contribute for the
good of all.

Consider that a "please
help us" type of message may turn people off or make them feel pressured.

Keep in mind that feelings
of solidarity are common among people who share certain values or
interests. This attitude of solidarity can be enough to motivate
a mother to join LLL.

Mothers who have benefited
from the help and information LLL provides will recognize the need
for our services. They need to know that although LLL Leaders
are volunteers and our services are offered for free, they do cost
money, and LLL depends on the financial support of members to be
able to continue this work.

Remember that the membership
fee is mother-sized, making it attainable for most people, especially
considering the amount of money mothers save by breastfeeding.
A membership is worth so much more than the amount of money it represents!

In Belgium, we offer
the possibility to pay membership on a monthly basis, which many
mothers prefer. The advantage is that members don't have to be reminded
to renew as the payment continues until the mother takes the step
to discontinue her membership. Therefore, mothers tend to
remain members for a long time. Perhaps this option exists in other
countries as well.

What about those who,
despite all the reasons why they might support us, decide not to
do so? We must recognize and accept that there are also reasons
why some mothers in contact with LLL do not support our organization
financially. When a mother feels that we respect the choices
she makes, she'll probably be more receptive to the needs of LLL.

Just as many mothers
we meet understand and agree with the value of our ideas and put
them into practice, many will see the value of LLL and be willing
to invest in our organization in various ways, including membership.

If we are confident of
the importance of supporting LLL, then many mothers we encounter
will be, too!